The purpose of this study is to draw on terror management theory (TMT) to explore the impact of pervasive mortality cues on consumer behaviour as a result of residing in a community ravaged by escalating violence.
A qualitative analysis of 27 in-depth interviews of consumers living in Ciudad Juárez, Mexico during the height of the Mexican drug war provides insight into their coping strategies and consumption.
Living under such conditions results in unrelenting mortality salience (MS), as well as the adoption of consumption-related coping strategies that can conflict with cultural worldviews and threaten self-esteem. The normalization of coping strategies severely strains worldviews. Consumers manage their ensuing intrapersonal evaluative tension by developing consumption safe havens and through identity fragmentation. Moreover, permanent proximal defences result from persistent MS.
Although cross-sectional and idiosyncratic to the Mexican culture, the findings broaden TMT by suggesting that consumers facing relentless MS experience altered brand meanings and social interactions, as they were reluctant to acquire prestige brands, while indicating an increase in the value placed on relationships over possessions.
Marketers can help consumers alleviate their death-related anxiety by eliminating telemarketing campaigns, promoting online shopping, using unique customer identification numbers and investing in visible security measures such as gates, security cameras, and guards.
This exploratory study provides a preliminary theoretical framework for consumers’ reactions to persistent MS.
